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It’s Friday, so Mark the CMO, Fiona the CFO and Shell, a representative of their agency, end the day by heading to happy hour. The casual environment (and probably a little wine) fuels an enlightening discussion about marketing’s role in the business as a whole. Bartender: “What’ll you have?” Marketing Mark: “Pinot Grigio, but Fiona is paying.” Fiona Finance: “Just ice water.
Auction-based advertising models force important trade-offs between traffic volumes and revenue for fixed-budget advertisers. Today, we’re going walk through why that is and how that fact confuses many marketers who primarily buy fixed-price media placements. Put on your fixed-price advertising hat for a moment and think about this: what do you expect to get from a $5,000 TV ...
Last month, I suggested that spending beyond observed profit maximization in paid search can make a great deal of sense on a number of grounds. In a nutshell, the argument is that a combination of other factors can make "losing money" on the incremental investment rational. Here's why: You might not actually be losing money. There is more "return" than meets the eye.
There's a new movement afoot in the digital advertising industry. A growing cadre of search marketers are running hyper-successful campaigns with their search spend, by rethinking digital advertising basics like KPIs, budgets and customer journeys. Hear from some of the best marketers and industry experts who have embraced this shift and found su ...